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advergaming

As gaming goes mass market, the biggest opportunity may lie in advergaming - the interactive advertisements that merge online games with product placement - through which businesses can target specific demographics.

In addition to Ford, General Motors, Toyota, Honda and classified Web site AutoTrader.com have used advergaming as part of their marketing strategies.

He says the proof of advergaming's success over other forms of online advertising is in its ability to start a dialogue with consumers.